¶ Keys to Success in Business Influence
I felt I was being successful when I was winning clients , particularly those who weren't expected to win .
Philip Heskett sales genius , You're better than anybody else .
Persistently over time , you keep banging away on how good you are at what it is that you're doing .
The guy is renowned for being a great speaker .
20 years in the advertising business of helping companies get more business influence comes when you feel buyer and seller , you're in this thing together and you can influence someone because you feel like there's genuine interest from the other person well , how does success happen ?
what's your thoughts on that one ?
well , I've really had two careers , brad . First of all , a career in advertising , did that nearly 20 years run a business , and now 20 years as a speaker .
The one thing that they've got in common as a thread , the thing that I would regard as being a success at , is getting new clients , and that , for me , was always the satisfying thing that I felt I was being successful . When I was winning clients , that I felt I was being successful when I was winning clients , particularly those who weren't expected to win .
How do you make success happen again and again , and again ?
The managing director of the agency I worked for approached me about 10 years ago and said how do we get new business like you used to do it ? And I said well , I can tell you how to do it . But I didn't say this , brad , but I felt like I said , saying you won't do it because it is constant , it's like always having antenna out .
I used to do this thing of show me , you know me , and I saw this and I thought of you constantly being in touch with potential clients so that over a period of time , sometimes over many years , I used to say to people I'm on the subs bench , I'm ready when you are , and that , for me , is the model for getting new business .
So many businesses are short of business , so chase some business have a degree of success and stop doing it , and then there's a bit of a lull , oh , start doing it again . No , no , it's constant , it is like forever . That , for me , is the model of success .
How does failure teach success in your mind ? How do we learn from our failures ?
I think you learn from failure if you discover that you hate it . I used to say , running a business , it takes a Herculean effort to win business . Anything less than that is not acceptable . So for me , what failure taught me little bits of failure . Losing an account , not winning an account , all those things . I hated it with a passion .
What's the difference between persuasion and influence ?
I think persuasion is something you do to someone . If you ever go home and say , hey , guess what I've been sold today , you don't feel good about that . So I think persuasion is something you try and do to someone and we don't like persuasion . Influence is something that you have on people .
Influence comes when you feel buyer and seller that I call it being in the canoe together . You're in this thing together and you can influence someone because you feel like there's genuine interest from the other person .
How does someone become successful at influencing ?
It's all about finding out what the other person wants . What's the most important thing for the other person , what is it that they're after ? And then helping them achieve that and , at the same time , trying to slowly shift them to your point of view .
How does someone become a questioner ? Is that just a natural thing , or is it a learned thing ?
I think you've got to have a genuine interest in people . It's interesting If I go back to my time with Procter Gamble , I learned the eight by seven , the eight steps of the selling call , the seven selling tools . And that's not like that .
Now We've all wised up and I often say when I run sessions if you only remember one thing from this , just ask a question . Just if you're in a query , ask a hypothetical question . But I do think you have to learn it and then it becomes natural . My seven psychological drivers the first three , as you say , are the most important .
We all want to be loved , and by loved I don't mean hugging and kissing . What I mean is I know what everybody's clients and customers want . They want to feel like you truly care . Secondly , we all want to be important , and that doesn't mean hey , look at me , I'm the most important person After love and important . We all want to belong .
You know we like to belong to groups . If you can allow the person that you're trying to influence to feel like you truly care , that they are important to you and you belong , then you'll have much more progress . I often talk about . The biggest single question you can ever ask in life is will you marry me ? And almost always you get a yes . Why is this ?
Because you've discussed the future and you're basically saying I think my future will be better with you . Do you think your future will be better with me . I love you , you're important to me , we belong , and so that's why they're the three most important fundamental psychological drivers .
How does someone succeed at that ? Are there steps to each of those ? The ?
key thing is you've got to truly care , truly want to be interested in your clients , your customers and so on . But it comes back to this questioning . Brad , If you ask somebody , you know what's the most important thing to you about the service we're going to provide , what's the most important thing to you about our relationship ?
Well , automatically the other person feels important , they feel loved like you truly care , you feel like it's me and you together . There's plenty of other questions , but you know , for me , the most important thing is what's the most important thing to you about ?
Let's dive over to the other four things I still think you know , even though they're not your top three .
They're in the seven , so we got to cover it . Sure , yeah , so there are nothing really in any particular order . After loved , important belong . People have beliefs .
When you have to recognize people have got a strong belief on something , you can't tell them that they're wrong , then we all want a balance of life in our in our lives , of certainty and uncertainty . So if you're going to watch a rugby match , a cricket match , you go to the theater , whatever it might be , you want to be certain you've got a seat .
You want to be certain what time it starts . You're pretty sure what time it'll finish . You want a certain way you park your car , but you don't want the certainty of outcome . So we like a balance of certainty and uncertainty . And then the final two are everybody wants growth , we're driven . And then , finally , we all want a place .
If you were sitting at home tonight watching television with your significant other , I will bet you sit in the same seat you're always sitting . Why is it ? Because we want a place . So those are the seven things that drive us , brad let's dive into getting new customers .
What are the success factors to getting new customers ?
for me , you've got to know who your target market is and you've got to tap into what it is that you've got to offer that is different to anybody else , making sure that all your details matter , that you're better than anybody else and that persistently , over time , you keep banging away on how good you are at what it is that you're doing in a way that
appeals to that market .
And that's a big success podcast for today . Hopefully , you took a lot of notes , learned a whole bunch and , if you need to go re-listen to it , we dropped a lot of information right there today . Big success is what it's all about . And , by the way , if you haven't subscribed , hit that subscribe
¶ Big Success Podcast With Brad Sugars
button . So you're here with us every single week on the Big Success Podcast . I'm Brad Sugars . That's BS . Big success is what we're shooting for . Check the show notes for all the links , make sure you follow through , keep learning for . Check the show notes for all the links , make sure you follow through , keep learning , keep coming back .
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You've been listening to the Big Success Podcast with the number one business coach in the world , Brad Sugars . To learn more about how to achieve business and personal success , as well as how to level up or listen to past episodes , visit wwwbradsugarscom .